Dear clients, dear partners,
Every year, with each seasonal campaign, gift sets return to the spotlight with the same mission: create an emotional connection, express the brand universe, and deliver an extra touch of desirability… while never losing sight of industrial realities and profitability objectives. Fortunately, ideas never follow the same path.
Let’s take Marc Jacobs Fragrances as an example. For its Spring 2026 activation dedicated to Mother’s Day, the House brings together the world of its iconic fragrances under one creative theme: Daisy EDT, Daisy Wild EDP, Daisy Love EDT, Daisy Eau So Fresh EDT, and Perfect EDP. The brand chose MR to create its mockups and execution documents.
To bring its creative vision to life, the House selected MR USA, with whom it has been collaborating since MR established its presence in the US market in 2024.
“MR’s expertise is a key factor. From artworks to industrial mockups, they are the ideal partner to bring our vision to life with accuracy and relevance, helping us identify the right approach for finishes and maximize the brand’s creative expression,” explains Constance Vaslin, Senior Global Marketing Manager, Marc Jacobs Fragrances.
The inspiration? A pattern from the Marc Jacobs Spring-Summer 2025 fashion collection, immersing us in an abundance of flowers, charms, and nods to New York.
“We wanted to create generous gift sets that express Marc Jacobs’ joyful and playful universe while adding a more premium, feminine, and sophisticated dimension. Inspired by street art, we loved connecting fashion and fragrance by reinterpreting this collection through vibrant sticker-like elements,” adds Constance Vaslin.
At MR, the challenge was not simply to create a mockup. It was about giving shape to the brand’s creative vision… while preparing for future manufacturing.
Together with MR ARTWORKS, the layouts were designed from the very beginning to integrate the constraints of different printing and finishing processes.
A specification choice is never insignificant: it can improve consistency, avoid additional tooling, or allow several references to share the same technical developments.
The MR tip? A beautiful finish is not always the one that costs the most. It is about managing perceived value through technical expertise. Every choice matter and must serve creativity in the right way.
In this case, rather than multiplying spot colors or adding specific processes, the teams worked with CMYK printing, selective varnishes, and embossing to recreate the “sticker” spirit imagined by the brand. A press proof mockup produced on a machine in the presence of the Marc Jacobs teams at MR USA, just steps away from Manhattan, allowed all five references to be calibrated simultaneously, ensuring perfect consistency.
The result: a smooth collaboration, mockups faithfully reproduced by the supplier, and a production launch with no surprises. As is often the case… the most successful work is also the work you don’t see.
A big thank you to Constance Vaslin and the Marc Jacobs Fragrances teams for their continued trust.
Are you preparing a retail activation or a limited edition?
Great! Let’s discuss it from the very first creative ideas.
The MR Team
